Análisis de las dimensiones cualitativas que determinan la preferencia de marcas importadas para el consumo de cerveza en la ciudad de Loja, año 2015

Abstract

Abstract:In recent years, there has been a strong competition in the supply of national, artisan and imported beers, hence the importance of the present study, whose purpose is to identify the qualitative and quantitative dimensions that influence the preference of imported brand for consumption Of beer in the city of Loja. A descriptive, inductive, analytical, and deductive study was carried out for the respective analysis of the variables mentioned above. The questionnaire was also used as a tool to identify consumption variables such as: Consciousness, Perceived Quality, Perceived Value, Personality of Brand, organization association, loyalty, brand value, willingness to pay a premium price, purchase intention. The results show that in the city of Loja, the most prevalent brand in the market is the Budweiser (Lata), therefore it is stated that brand loyalty represents a (30%), first purchase option (30%) and Brand loyalty (28%)